Cuore of Switzerland

What Cuore of Switzerland does

Cuore of Switzerland AG is a privately held Swiss designer and manufacturer of custom cycling, triathlon, running, and lifestyle sportswear, founded in 1993 and headquartered in Zuzwil, Switzerland. The company produces made-to-order jerseys, bib shorts, jackets, vests, and accessories for sports clubs, corporate teams, event organizers, and individual consumers, sold through five regional e-commerce storefronts (Switzerland, EU, US, Australia, Asia) and a dedicated teamshop.cuore.ch platform. Its product portfolio is structured around three performance tiers—Gold Pro, Silver, and Bronze Comp—and includes the CUORE AMORE bespoke sub-brand for individual custom-tailored apparel.

The company's core manufacturing capability is custom sublimation printing on performance textiles using eco-friendly water-based inks, executed at its own production facility in Asia. Notable technical features include individual tailoring options for arm, leg, and body length, OEKO-TEX certified compression fabrics, and a proprietary "Datadriven Design" tool that converts GPX ride data or Strava activities into custom reflective graphics on apparel. Cuore holds HIGG and OEKO-TEX Standard 100 certifications and uses performance materials such as Primaloft Evolve linings, Cordura with DWR finish, and multi-density race chamois across its product lines.

Cuore generates revenue primarily through one-time unit sales of custom and ready-to-wear sportswear, priced in the CHF 65–275 range (or USD-equivalent) for premium items. Its go-to-market is direct-to-consumer across its own regional e-commerce properties, supported by a portfolio of high-visibility brand partnerships, including exclusive supplier status for Tour de Suisse leader jerseys, official apparel for Swiss Triathlon Age Group, a 2024 partnership with Zermatt Tourismus, and sponsorship of Switzerland's Bike to Work initiative (over 100,000 annual participants). The firm operates wholly-owned regional subsidiaries in Germany (CUORE of Switzerland GmbH) and Australia (CUORE of Switzerland Pty Ltd), and maintains a US headquarters in Boulder, Colorado, to serve North American customers.

Name

Cuore of Switzerland

Legal name

CUORE of Switzerland AG

Website

https://cuore.ch

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Cuore of Switzerland AG is a Swiss designer and manufacturer of custom cycling, triathlon, running, and lifestyle sportswear, producing made-to-order jerseys, bib shorts, and apparel for sports clubs, corporate teams, event organizers, and individual consumers across global regional e-commerce storefronts.

Ownership category

akta.pro rank

Product category

Custom Cycling and Sports Apparel

NAICS

Apparel Manufacturing (315), Sporting and Athletic Goods Manufacturing (339920), Sporting Goods Retailers (45911)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Sporting & Athletic Goods, Nec (3949), Women's, Misses', And Juniors Outerwear (2330)

akta.pro primary industry

Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)

akta.pro secondary industries

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), High-Visibility, Rain & Thermal Riding Gear Retail (CRAMANAK)

Keywords

• Custom cycling apparel
• Team sports kits
• Triathlon apparel
• Running apparel
• Sublimation sportswear

Headquarters

HQ city

Hong Kong

HQ country

Hong Kong SAR China

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Custom Sports Apparel Sales: CUORE generates revenue primarily through the sale of custom-designed cycling, triathlon, running, and lifestyle sports apparel. Products are sold through e-commerce platforms and include jerseys, bib shorts, jackets, and accessories. The company produces both made-to-order custom kits and ready-to-wear collection items.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Cuore of Switzerland designs and manufactures custom cycling, triathlon, running, and lifestyle sports apparel — including jerseys, bib shorts, knickers, vests, jackets, and accessories — sold both as made-to-order kits for teams, clubs, and companies, and as ready-to-wear collection pieces for individual consumers. The company operates its own production facility in Asia using custom sublimation printing with eco-friendly water-based inks, and offers three performance tiers (Gold Pro, Silver, Bronze Comp) along with individual arm, leg, and body-length tailoring.

Product overview

CUORE of Switzerland is a custom cycling and sports apparel manufacturer offering made-to-order products for teams, clubs, companies, and individuals. The core offering includes custom-designed jerseys, bib shorts, knickers, vests, jackets, and accessories across three performance tiers (Gold Pro, Silver, Bronze Comp). The portfolio includes the bespoke CUORE AMORE sub-brand with pre-designed patterns and custom tailoring, the DATADRIVEN feature that personalizes apparel with ride data from Strava or GPX uploads, and standard collection pieces. Products span road cycling, gravel, mountain biking, triathlon, and running disciplines, with additional lifestyle apparel. The company operates its own production facilities and offers Team Shop tools for organizations to manage group orders.

Differentiator

Problem solved

Functional benefit

Brands

• CUORE AMORE: Made-to-order cycling apparel line with custom tailoring for perfect fit, featuring Gold Pro, Silver Pro, and Bronze Comp jersey options for men and women

Products and services

• CUORE Custom Cycling Apparel Custom-designed cycling apparel service including jerseys, bib shorts, vests, jackets, and accessories for teams, clubs, companies, and individuals, with customizable designs, colors, sizes, and individual tailorings.
• CUORE AMORE Bespoke, made-to-order cycling apparel line with custom tailoring options and pre-designed patterns (Galaxy, Scatter, Black, Lemon, Lavender, Pearl) available in Gold Pro, Silver Pro, and Bronze Comp tiers for jerseys and bottoms.
• DATADRIVEN BY CUORE Custom cycling apparel design service where customers upload GPX files or connect Strava to generate elevation profiles and flow-line graphics that are printed on jerseys and bib shorts as personalized reflective designs.
• Gold Pro Bib Short High-performance racing bib short with OEKO-TEX certified compression Lycra, 45mm lightweight open-constructed woven suspenders, antibacterial 3-density race chamois, and raw-edge leg hem without silicone gripper.
• Silver Bib Short Entry-level performance cycling bib short with silver-tier construction suitable for road and gravel riding.
• Silver L/Sleeve Midweight Jersey Long-sleeve cycling jersey with lightweight brushed thermal fabric for optimal insulation, featuring 4-way stretch, contoured aerodynamic fit, horizontal elasticity back pockets, and Performance Fit.
• Primaloft Evolve Jacket Spring and fall trail riding jacket with wind-resistant and water-repellent shell fabric, Primaloft Evolve thermo-regulating lining, waterproof back pocket, 3M reflective tapes, YKK zippers, and thumbhole cuffs in Classic Fit.
• Primaloft Evolve Vest Lightweight vest for spring and fall riding with wind-resistant shell fabric, Primaloft Evolve lining with moisture-wicking properties, and waterproof back pocket.
• 3-Layer Hardshell Jacket Waterproof and breathable cycling jacket with 3-layer hardshell construction designed for mountain biking and off-road conditions.
• Enduro Short Mountain bike shorts made from tear-resistant 4-way stretch Cordura fabric with DWR finish, zippered thigh pocket, vent zippers on inner legs, and adjustable Velcro waistband in Loose Fit.
• Silver Thermal Bib Knickers Thermal cycling knickers with fleece material for muscle warmth and moisture management, featuring mesh straps, custom WS2 chamois, and silicone print leg opening for non-slip fit.
• Lifestyle Apparel Casual cycling-inspired clothing collection for off-bike wear, combining performance fabric technology with everyday style.
• Zermatt Summit Style Collection Official Zermatt Tourismus cycling apparel collaboration featuring the iconic Matterhorn silhouette in an elegant, understated design, including bike shirts for men and women produced under the partnership announced in 2024.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

17 partnerships are on record, tiered core and minor.

• Zermatt TourismuscoreStrategic or Co-development Partner · 1 January 2024Official partner for cycling clothing and producer of the 'Summit Style' bike shirt for men and women since 2024. Combines the iconic Matterhorn shape with first-class quality in an elegant design. Partnership based on shared love of sport and enthusiasm for nature around the Matterhorn.
• VelafricaminorGTM or Marketing PartnerCharity organization whose vision is a world where people can use bicycle mobility to improve living conditions through bicycle recycling, youth education, and mobility programs like 'Bike to School'. CUORE supports with a team store and exclusive collection - proceeds from sales are donated.
• Bike to WorkcoreGTM or Marketing PartnerSwitzerland's largest health initiative with over 100,000 employees cycling to work during May and June. CUORE is prize sponsor providing team shop and appropriate apparel.
• Tour de SuissecoreStrategic or Co-development PartnerExclusive supplier of Leader clothing - the jerseys worn only by the best riders in the race.
• Swiss Triathlon Age GroupcoreStrategic or Co-development PartnerOfficial partner providing official cycling apparel for Swiss Triathlon Age Group teams.
• Scott DavosminorStrategic or Co-development PartnerProud partner of Scott Davos cycling team.
• Swiss MTB Pro TeamminorStrategic or Co-development PartnerProud partner of Swiss MTB Pro Team.
• Switzerland Cycling UnitminorStrategic or Co-development PartnerProud partner of Switzerland Cycling Unit.
• World Bicycle ReliefminorGTM or Marketing PartnerPartner organization providing bicycles for social impact programs.
• Santıs ClassicminorGTM or Marketing PartnerProud partner to Santis Classic cycling event.
• Skoda Swiss Bike CupminorGTM or Marketing PartnerProud partner to Skoda Swiss Bike Cup cycling series.
• Radklassiker Chur-ArosaminorGTM or Marketing PartnerProud partner to Radklassiker Chur-Arosa cycling event.
• Eiger Bike ChallengeminorGTM or Marketing PartnerProud partner to Eiger Bike Challenge mountain biking event.
• Klausen MonumentminorGTM or Marketing PartnerProud partner to Klausen Monument cycling event.
• Bodensee RadmarathonminorGTM or Marketing PartnerProud partner to Bodensee Radmarathon cycling event.
• FrauencupminorGTM or Marketing PartnerProud partner to Frauencup women's cycling event.
• Rocket EspressominorGTM or Marketing PartnerPartner brand logo displayed on CUORE website.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rapha: Rapha is the leading premium D2C cycling apparel brand, offering custom team kits alongside its mainline collection. It is the closest direct peer to CUORE in premium custom cycling apparel with multi-region presence.
• Castelli: Italian heritage cycling apparel brand offering performance jerseys, bib shorts and custom team kits. Directly comparable to CUORE's product mix and pro/team sponsorship focus (Tour de France teams).
• Assos of Switzerland: Swiss premium cycling apparel brand with overlapping Swiss heritage, premium bib shorts and jerseys, and pro-team sponsorships. Closely comparable category positioning to CUORE.
• Santini Maglificio Sportivo: Italian cycling apparel maker specializing in custom team kits (e.g., UCI, Tour of Britain). Direct peer for custom team apparel and event sponsorship apparel.
• Pactimo: US-based custom cycling apparel specialist offering online customizer for clubs and teams. Comparable D2C custom kit business model to CUORE's teamshop offering.
• Voler Apparel: US custom cycling and team apparel manufacturer with sublimation printing and custom design services. Direct peer on the custom team kit manufacturing model.
• Primal Wear: Custom cycling apparel maker using sublimation printing, serving clubs and teams with online design tools. Comparable custom sports apparel offering to CUORE.
• PAS (Performance Apparel Solutions) / Marc Sportswear: Custom team apparel manufacturer serving cycling, running and triathlon clubs. Comparable custom sublimation production and team kit order management to CUORE.

Broad incumbents

• Pearl Izumi: Large established cycling and running apparel brand offering performance road and MTB apparel. Broader portfolio player with overlapping cycling apparel categories to CUORE.

Emerging players

• Attaquer: Australian premium cycling apparel brand with custom kit offering, growing D2C presence. Relevant peer given CUORE's regional focus on Australia and similar premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/cuoreofswiss
• LinkedInlinkedin.com/company/cuore-of-switzerland
• Instagraminstagram.com/cuoreofswiss
• Xx.com/cuoreofswiss

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cuore of Switzerland